After more than 18 months of research, creative and strategic brand development, Mastronardi Produce is set to unveil its new "Inspired By Flavor" brand creative Oct. 27-28 at the upcoming PMA Fresh Summit convention in Anaheim, CA.

"The evolution of our 'Sunset' brand is an exciting time for us as we continue to grow both nationally and internationally," Chris Veillon, director of marketing for Mastronardi, said in a press release.

Visitors to Mastronardi's booth (No. 1248) will immediately notice the new high-impact graphics on all labels, boxes, bags, and related packaging.

New products and packaging development will also be showcased during the show, including the new Sunset Angel Sweet tomatoes and Sweet Twister peppers.

Mastronardi was also recently named a finalist with five items for the PMA Impact Awards Excellence in Packaging, with winners being announced Oct. 27.

As part of the evolution of the "Sunset" brand, consumers will immediately notice how the Sunset logo has evolved. An overall smoother design combined with its signature orange, blue and green colors, will give a much stronger position to the brand. Strategically placed on new label die lines, which now include specific varietal nutritional information, the Sunset logo complements high-impact graphics that define the Signature, Gourmet and Organic product lines.

Mastronardi's brand positioning for its Sunset products is further strengthened with its Inspired By Flavor tagline.

"We worked diligently with our senior management team and our creative partners to strategically position ourselves as the flavor guru's, so to speak," Mr. Veillon added in the press release. "Based on our company's years of success in launching products like Campari, Splendido, Zima, and Kumato, we are focusing on the key characteristic of our varieties which is their flavor profile. We continually travel the world looking for the most unique and flavorful varieties and trial hundreds of tomatoes annually, we are truly inspired by flavor."

"Flavor is who we are and what we have always been known for, now we are putting in our tag line", Paul Mastronardi, president of Mastronardi, added in the press release.

Mastronardi's executive chefs, Kathy Casey of Seattle and Jason Rosso of Toronto, will be in the company's both at PMA serving a wide range of hors d'oeuvres, appetizers and tasty treats throughout the duration of the show.

The new brand creative will be officially rolled out to all retailers in spring 2013.